For this activity, you need to select the most appropriate positioning for a firm that currently home-delivers pre-prepared food, on a weekly basis, to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted at children. You have been presented with a number of different positioning alternatives that the firm could adopt for this new target market which one would you choose? Alternative Positioning Options for Kids Home-delivered Lunchboxes

Option One: As a weight-loss product For - Many kids are becoming over-weight Against - Kids may be embarrassed to take to school

Option Two: As a convenience/easy way to organize kids school lunches For - Both parents work in many families and time is important Against - Some parents may be embarrassed that they have to outsource their kids lunch (as potentially seen as disorganized or lazy)

Option Three: As a simple way to provide lunchbox variety For - Kids get bored with the same lunch every day Against - Many kids (particularly younger ones) are fussy eaters and may not eat lunch at all on some days

Option Four: As an up-market gourmet lunchbox For - May attract parents who want to communicate success Against - Extra perceived cost may limit the size of the market Submit a response to each of the following questions

: 1 Which positioning approach, of the four presented, would you suggest that company should adopt?

2 On what basis (criteria) did you determine that this was the best approach? Give at least three different specific reasons you chose this approach.

3.Suggest another positioning approaches that may also be viable. Explain your choice.

4. In what ways will the positioning approach selected affect the firms marketing mix for this target market? Describe an appropriate marketing strategy including a suggested approach to each part of the marketing mix.